The campaign – which includes a spoof news report claiming the British has a “whinging gene” – has been created by BCM.
The whinging pom stereotype is not an entirely new one in Australian advertising.
Four years ago M&C Saatchi created the “Poms will whinge” campaign on behalf of British Council scholarships.
And three years ago, Tooheys New took the “Pom’s worst nightmare” approach for the launch of its Super Cold range. The Advertising Standards Board ruled against the Saatchi & Saatchi ads.
A tired stereotype used in an arbitrary fashion in place of a creative idea.